Cartils, which has offices in London and Amsterdam was appointed by Grolsch owner SABMiller in 2011 after a pitch against ‘multiple agencies’ according to Cartils group director of marketing and business development Christiaan Huynen.
The new design, which has already launched in The Netherlands, gives more prominence to the brand’s signature ‘G’ and sees a more vivid green and red accent added to bottle graphics.
The brand badge, which contains the identity, reinforces Grolsch’s brand values of independence, craftsmanship, authenticity and premium feel, according to Cartils, which says a brand world has been created ‘using a vivid green background in which the characteristic G stands out.’
To bring the beer in line with its competitors, bottle size has increased from 275ml to 330ml.
Senior brand manager for Grolsch Simon Pick says, ‘The redesigned bottle will bring us in line with other world beer brands and with Grolsch globally.’